Chen Shi persuaded Liu Cheng and Wu Jiang, both of whom tentatively agreed to take another bottle as the next plan, as a sales plan to quit juice and drink drinks, but they both reserved their opinions, because the problem of counterfeiting has always been difficult to solve, Chen Shi did not continue to talk about this, although he tried his best to promote this plan, but after all, there are loopholes, and they want the two of them to fully agree, and they will not all agree until they see the results.

But as long as he can move forward with the plan, he doesn't mind the two of them having reservations and opinions on this matter, in short, when they see such a promotional method, see the huge profits it brings, and see the market share it occupies, he believes that they will support him unreservedly.

Once, Chen Shi read such an article on Baidu: "There has never been a form of promotion, like "another bottle", which has been used by the whole industry for a long time; According to the follow-up survey of Yuanqiang Communication, "One More Bottle" originated from the beverage giant Coca-Cola, and was later carried forward by Master Kong to reach the peak, and is now imitated and used by almost all popular beverage brands, and even extended to sales promotion in other industries. "One more bottle" belongs to the "promotion method after destroying the packaging", that is, the category of "opening the lid and getting a prize", with a high probability of prize promotion (15%-20%), mainly for the type of promotion of end consumers. From the first appearance of "One More Bottle" to the present, it has actually existed in Chinese retail terminals for ten years.

"One more bottle" There are several key factors that make the marketers favor it: one is the activity notification: use the outer packaging to inform the activity information, which basically does not increase the cost; the second is the winning link: open the bottle cap on the inner wall of the bottle cap to inform whether the winner is won, this link at the same time to achieve the necessary packaging irreparable damage, as well as the winning information to inform the promotion, to promote consumption; the third is the on-site prize: consumers can theoretically buy a drink anywhere after winning the prize can be redeemed on the spot, which greatly improves the convenience of the prize, but also improves the credibility and participation of the promotion; fourth, it can be won repeatedly: in the early stage of the event, it is not uncommon to have three consecutive hitsIt is also common in the fourth company and may also be in the fifth company, and the enthusiasm of consumers to participate is greatly mobilized;

According to research, each adult consumer buys mainly one to two bottles of bottled beverages per day, such a habit accounts for more than 90% of all buyers, "another bottle" in fact greatly prevents consumers from buying other beverages, especially the probability of small brand drinks; It is the combination of these factors that makes "One More Bottle" a super promotional activity that is liked by marketing staff and delighted by consumers, and can be promoted in all channels. There is only one link that is not very enthusiastic about "another bottle", and that is the sales channel, distributors, supermarkets, and commissaries. Facts have proved that this is also why since the launch of "One More Bottle", it has been repeatedly criticized that it is difficult to redeem the prize. The reason is a bit complicated, to put it simply, the sales channel is hoping that every bottle of drink he enters can make money, which is very understandable, but the purchase under the "one more bottle" activity is not the case, the channel enters a batch of drinks, and the manufacturer gives away the same probability of products according to the winning ratio, constituting the total shipment of this batch of goods, on the surface, the dealer uses the same money to buy more goods, and in fact, these more goods are finally given to consumers in the form of prizes. The fact that the dealer and the retail terminal act as a volunteer porter in the middle, there is no profit and no loopholes to exploit. In addition to this form, there are also beverage brands that use personnel to go to the terminal to collect prize bottle caps, and then be put on the prize drinks, working massively, quite troublesome. Therefore, there is no instinctive interest in this kind of "good for the country and the people" promotional activities, dealers and supermarkets. If the manufacturer's own deployment, implementation, supervision, and service are not in place, it will eventually reflect that it is not good to redeem the award, and it will be scolded by the media and consumers.

But on the whole, all of this is not an obstacle. Judging from the current situation, Master Kong will continue to push 2 billion bottles of free drinks this year, and the whole product line promotes this activity, all other big brands have similar activities, and many small brands also follow the trend of "one more bottle", which shows that this activity is very effective, and on the other hand, it also shows that the marketing staff have exhausted their talents and have no breakthrough. In particular, some small brands also use "another bottle", Dong Shi Xiaofeng, in fact, the effect is quite limited, and now I can't see any better form of promotion on the market to replace "another bottle". ”

This is a series of topics launched by YQCB Yuanqiang Communication Fast Selling Center "Another Bottle of Promotion Swan Song", which comprehensively summarizes and analyzes the creative origin, theoretical basis, problems in implementation, and market status of the promotion form of "Another Bottle", and pays tribute to the original and performers of this promotional form, and also calls for not to be conservative, but should be bold and creative, bold breakthrough, because this spectacular but too long dance "group dance", "group exercise" is really a little boring

Chen Shijie has seen it countless times, and naturally has a good impression of another bottle, and the benefits of another bottle needless to say, the profits it brings are astronomical, and the disadvantages are naturally there, but when the shortcomings have not yet appeared, it is just a shortcoming, and it will not have any impact on him, and it is not too late to give up when the shortcomings begin to affect his profits.

If you have money and don't make it, you are a fool, and if you have the opportunity and method to make money, you are a fool among fools. Chen Shi doesn't think he's a smart person, but he's definitely not a fool.

After saying that, there was another bottle, and Chen Shi mentioned another important thing, that is, the problem of sweet wine. Chen Shi suggested that the dessert wine must be made into a beer-like brand to tie up female customers. Female customers like sweets, but if there is a kind of wine that has a low alcohol content like beer, but it is sweet and sour, then it will definitely be favored by female customers.

As far as Chen Shi knows, there is no unsweetened wine on the market now, but the positioning of those wines is very problematic, they regard wine as a drink that men must drink, and the advertisements are very strong and man-like, and the target of advertising is also men, and they have not considered the psychological problems of female customers, and they have not thought about female customers.

There are also sweet beers in foreign countries, but they cost more than ten yuan a bottle, and a bottle is only five or six hundred milliliters, and the alcohol content is a bit high, which is not suitable. The sweet beer that Chen Shi wants to make, or directly called sweet wine, must be affordable, must have a low alcohol content, even if children drink it, they may not be drunk, but it must have a taste of alcohol, and it must be positioned as alcohol.

Ordinary people don't go to drink to buy drunk, people who buy drunk go to bars, and sweet beer he mainly wants to face low-end customers, such as barbecue stalls on the street, such as small restaurants and other occasions, people who eat on such occasions are people with average economic conditions, most of them are parties, most of them want to fight wine, girls are very afraid of fighting wine, very worried about getting drunk, if there is such a wine at this time, female customers will definitely favor.

Chen Shi briefly said the plan, Liu Cheng and Wu Jiang were dumbfounded, they didn't know what happened to Chen Shi today, they said two important plans at once, and it seemed to make sense of it, and it seemed to be able to make something big.

Chen Shi looked at the two of them dumbfounded, and asked: "How about it? What should you say? What should this sweet wine do? I said the problem of positioning, and then there is the technical problem, Wujiang wants to find someone to start researching, starting with rice wine, whether it is brewed with millet or brewed with corn, you have to find someone to try, how to remove rice grains from rice wine, if it is a bottle of rice grains when drinking, it will not be too good." ”

Wu Jiang touched his head and said: "I can't keep up with your footsteps, a drink for a while, another bottle for a while, and a sweet wine for a while, we don't have so much energy?"

Chen Shi really didn't think of this, no matter how capable Wujiang is, he is just a person, he is not a god, he will naturally be tired, naturally tired, and naturally powerless.

Chen Shi's plan could not be abandoned, he said: "Recruit people, recruit people directly, but you have to do a good job, don't recruit a white-eyed wolf, and don't recruit a mediocre person who can't do anything." ”

Liu Cheng said: "Recruit people, recruit people! So many things are really too busy, Manager Wu is already very tired, and you don't care about things, why is he not an iron man, even an iron man has times when he is tired, let alone flesh and blood?"

Chen Shi said: "Okay, since we are recruiting, we are ready to do a big job, I can guarantee that our beverage factory is about to take off, and you won't be able to keep up with the pace when the time comes." ”

After Chen Shi finished speaking, he was ready to leave, today he said too much, so that Liu Cheng and Wu Jiang couldn't digest it for a while, but when he walked to the door, he suddenly thought of something, he immediately stopped, and then said very solemnly: "Do we want to produce Coke?"

Wu Jiang's head was big, and he immediately cried and laughed: "Boss, there are three kinds of colas on the market now, Pepsi and Coca-Sort and very, the first two are international large companies, they occupy most of the market in the city, and they occupy the rural market very much, who do we sell the coke we produce to?"

Chen Shi knew that after the collapse of Very Coke, Pepsi and Coca-Cola occupied the entire domestic market, and other small brands could only survive in the cracks, so did he have to do a very good favor? Does he want to produce Coke himself? Or wait until the time when it is very loss-making to inject capital? Or directly acquire? It seems a bit of a trick. In view of the extreme dissatisfaction of Wu Jiang and Liu Cheng, he had to temporarily stop this plan, because even if he didn't stop, no one would do it.